UK Cracks Down on Harmful Ads Targeting Under-18s With Tougher Rules
The UK's Advertising Standards Authority (ASA) has rolled out significant updates to its guidelines, tightening regulations to safeguard under-18s from potentially harmful ads. The changes include stricter definitions for sports categories, enhanced social media monitoring, and a new 'strong appeal' test for ads.
The ASA's latest updates clarify social media following rules, introducing a 'context' section to assess the suitability of ads based on the platform and audience. It has also refined definitions of 'adult-centric' and 'non-adult-centric' sports, ensuring stricter enforcement.
The ASA now oversees a broader range of factors, including the use of personalities and material related to video games and online gaming that could attract under-18s. This expansion reflects the growing influence of these platforms on young audiences.
In 2022, the ASA's Committee of Advertising Practice (CAP) and Broadcast Committee of Advertising Practice (BCAP) implemented stricter standards. The 'particular' appeal test has been replaced with a 'strong' appeal test, making it harder for ads to bypass regulations.
Notably, the ASA has been paying close attention to social media personalities with a high proportion of under-18 followers. These influencers are now monitored carefully in relation to advertising for gambling and lotteries, reflecting the ASA's commitment to protecting minors from potentially harmful content.
The ASA's updates demonstrate a proactive approach to evolving advertising landscapes, particularly in the digital sphere. By expanding its oversight and implementing stricter tests, the ASA aims to create a safer environment for under-18s, ensuring they are not exposed to inappropriate or potentially harmful ads.
